Seeing some sample mission statements will give you an idea of how others have approached this critical task. However, we feel really strongly that two of the most important things about mission statements are that they be your expression about your family business, and that they reflect input from as many relevant sources as possible.
"We often get questions from visitors to our web site asking for help with a mission statement for their XYZ type of business."
"The key to creating an effective vision or mission statement is RESEARCH," according to top family business expert
Don Schwerzler.
"For instance, if you are selling a product or service and the target market is college educated males between the ages of 25-40 who are earning more than $40,000 per year – research other providers of products or services to that same demographic – spas, cars, vacation destination, etc. Check out their mission statements!"
Schwerzler has been studying and advising family business entrepreneurs for more than 40 years and he is the founder of the
Family Business Institute
Powerful sample mission statements
PEPSI - "Beat Coke"
HONDA - "We will crush, squash, and slaughter Yamaha"
NIKE - "Crush Reebok"
Older sample mission statements that are quite grandiose in scale
Wal-Mart (1990)
"Become a $125 billion company by the year 2000"
Sony (1950's)
"Become the company most known for changing the worldwide poor-quality image of Japanese products"
Boeing (1950)
"Become the dominant player in commercial aircraft and bring the world into the jet age"
Ford Motor Company (early 1900's)
"Ford will democratize the automobile"
One-line sample mission statements
Wal-Mart
"To give ordinary folk the chance to buy the same thing as rich people."
Mary Kay Cosmetics
"To give unlimited opportunity to women."
3M
"To solve unsolved problems innovatively"
But notice how these one-line samples are supported by value statements that show how the mission will be accomplished and measured.
Merck
"To preserve and improve human life."
Corporate social responsibility
Unequivocal excellence in all aspects of the company
Science-based innovation
Honesty & integrity
Profit, but profit from work that benefits humanity
Walt Disney
"To make people happy."
No cynicism
Nurturing and promulgation of "wholesome American values"
Creativity, dreams and imagination
Fanatical attention to consistency and detail
Preservation and control of the Disney "magic"
You can also find excellent collections of mission statements in various bookstores that will be sure to get your creative juices flowing. The main thing to realize is that there are many different ways to approach your mission statement and you should feel free and encouraged to do it your own way. There are no set formulas or rules. Strive for the guidelines we share with you in
Preparing A Mission Statement
but let it be your family business' expression!
Once the research is completed, the next step is to consider the strategy of the mission statement - what are the basic goals and objectives?
"When starting to draft a mission statement, the first step is to articulate the 'internal' and the 'external' goals and objectives.
Internal objectives reflect how the vision statement or mission statement will be used within the organization – organizing your organization, recruiting, team building, business plans, etc.
External goals reflect how the vision statement or mission statement will be used by people or organizations outside of your organization – banks, customers, vendors, strategic partners, etc.," recommends Schwerzler.
EDITOR'S NOTE - if you would like to publish the mission statement for your family business on our web site, you can do that by clicking on this link Family Business Mission Statements
One of the keys to creating a successful mission statement is knowing which segments of your business represent the core values and strengths of your business - to make sure your include those key words in your mission statement. One of the best tools to use as you strategize your mission statement is CHAOS BUSTERS.
Chaos Busters - The Management Guide
Identifies 160 Key Business Questions
160 Key Business Questions will stimulate creativity and innovation for your entire management team!
160 Key Business Questions are the keys to unlock the hidden potential of your organization!
160 Key Business Questions will save you time and make your work more effective!
160 Key Business Questions is a Multi-purpose tool with unlimited applications!
Family Business Experts Understands 